Love Trails, a running event focused on enjoyment and community, has seen a surge in popularity as people prioritize adventure, running, and wellbeing over traditional drinking culture. With all 4,000 tickets for this year’s event in the Gower Peninsula already sold out, it’s clear that the appeal of outdoor activities and social connection is on the rise.
Founder Larn Jones credits the normalization of blending social and fitness lives to cult fitness communities like Hyrox and CrossFit, but notes that running stands out for its accessibility and low cost. “You don’t need to be stuck in a smelly gym or pay for an expensive membership to get healthy and feel good about yourself,” he says.
The rise of trail running as a fashionable activity has also contributed to Love Trails’ success, with brands like Salomon becoming highly desirable. The “Gorpcore” fashion movement, where outdoor recreation clothing is worn as streetwear, has been embraced by Gen Z, social media influencers, and grassroots communities.
For many participants, the appeal of events like Love Trails goes beyond just fashion trends—it’s about a deeper craving for real-world connection. Mark White, founder of Run Grateful, emphasizes the importance of in-person connections in a world filled with distractions and information overload.
Louise Bruce, who joined her local running club at 52, is just one example of the growing trend towards prioritizing physical activity, community, and wellbeing. As events like Love Trails continue to sell out and running becomes more than just a form of exercise, it’s clear that the desire for authentic connections and outdoor adventures is stronger than ever.